May seem like a sensible idea.
Especially your competitors market their products or services in the same way.
A larger company I worked for many years ago used this approach with one of their brands.
It was the market leader and the communication, packaging, pricing etc was always on the safe side.
All other brands followed until one day a new competitor decided to shake things up.
Communication was very different, the packaging was certainly different and slight changes were made to the product.
A few years later, the brand was the market leader and the other brand became the follower.
If you are looking to grow your business then taking calculated risks is worth looking at.
Whether you want to acknowledge competitors or not your customers are comparing when they make purchase decisions.
If all brands in your market are playing it safe and copying each other it makes the purchase process more complicated.
And often leads to price playing a larger role than it should.
Compare your products or services against them and look at all marketing elements.
This includes your pricing, service delivery, customer service, packaging and positioning.
If your products or services and competitors are all the same this provides an opportunity to see how you can break from the pack.
It doesn’t have to be a large change or changing all elements at once.
It means based on your understanding of your market and customers seeing what you can test to differentiate your products or services.
If you don’t then the odds are another business will.
They will see the opportunity not to follow everyone else to grow their business.
History has shown that there will always be one business to break from the norm and gain a competitive advantage.
Being a small business owner gives you the freedom that larger businesses do not have.
In many ways the only restriction is your imagination and the ones you put on your business.
Playing it safe may feel comfortable now but it is a tough way to grow a profitable business.
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